2 Oct 2010

Proenza Schouler video by Harmony Korine

Amidst all the fashion week reports I wanted to share this short film I just came across. It was created by art house screenwriter/director Harmony Korine for New York fashion label Proenza Schouler.

I like the film and the theme of isolated youth quality (which Korine captures so well) but I wouldn't have necessarily paired up Proenza Schouler with Korine. Certainly not like Jean Paul Gaultier and Luc Besson with The Fifth Element or Ralph Lauren and Woody Allen with Annie Hall. What does this collaboration do for the brand? Who is this advertising to? hardly a widespread audience. Im not sure. Perhaps this is the way of advertising for smaller fashion brands, to whom advertising in a magazine just isn't feasible.

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